단골식당 소비경험이 장소애착과 행동의도에 미치는 영향

Abstract

In this study, the consumption experience of a regular restaurant was divided into four types of experiences and the structural influence relationship between place attachment and behavioral intention and the influence relationship between consumption experience and behavioral intention with place attachment playing a mediating role were identified. A total of 318 samples were coded in the form of an online questionnaire from January 10 to January 20, 2023, and used for statistical analysis using programs of SPSS 21.0 and AMOS 18.0. First, the behavioral, cognitive, and emotional experiences of regular restaurant consumption had a positive effect on place attachment. Second, behavioral and cognitive experiences of regular restaurant consumption had a positive effect on behavioral intention. Third, place attachment had a positive effect on behavioral intention. Fourth, the behavioral and cognitive experiences of the regular restaurant had indirect effects on behavioral intention through attachment to place. Therefore, a good experience and place at a regular restaurant can be a means and weapon to attract customers, and it is important to increase market share through continuous visits and recommendations by increasing new customers and creating loyal customers.